Advanced Competitive Strategy will introduce new topics and modules with even more real world examples and opportunities for student interaction than in the previous course Competitive Strategy (https://www.coursera.org/learn/competitivestrategy).
In Advanced Competitive Strategy, we will look at how companies can build up and maintain their customer base by increasing switching costs and facilitating strategic customer lock-ins. We will find out how firms can increase their profits by pursuing suitable price discrimination and product differentiation strategies.
We will look at examples of what is acceptable behavior under the premises of EU competition and US antitrust policies and discover exciting ways of how companies can increase their returns by strategically making use of network effects and economies of size. We will further intensify our newly acquired knowledge about network effects and discuss strategies that are explicitly tailored to network markets.
We will analyze the workings of mergers and acquisitions and, moreover, support you in considering alternative strategies that can help companies grow organically.
Ce cours fait partie de la Spécialisation Competitive Strategy and Organization Design
Stratégie de compétition avancée
proposé par
Spécialisation Competitive Strategy and Organization DesignUniversité Louis-et-Maximilien de Munich (LMU)
À propos de ce cours
4.7
488 notes
Compétences que vous acquerrez
PricingStrategic ManagementMarketingCompetitiveness
Programme du cours : ce que vous apprendrez dans ce cours
Semaine
1Maintaining your Customer Base
In this module we will look at strategies that can help us maintain our customer base. For this, we will take an analytical approach that helps us understand the point at which our customers will switch to a competitors and the amount of money a competitor is willing to spend to acquire our customers. Based on this understanding, we will derive applicable strategies that can help us lock in our customers strategically. We will do this by keeping in mind that also customers may apply their own strategies to avoid lock in and further, that our competitors will seek to apply strategies in the pursuit of making our customers theirs.
8 vidéos (Total 41 min), 5 lectures, 1 quiz
8 vidéos
Introduction1 min
Importance of Customer Loyalty9 min
Types of Switching Costs9 min
Customer Value and Switching5 min
Old Suppliers7 min
Customers3 min
New Suppliers2 min
Wrap Up1 min
5 lectures
Course Overview10 min
How to Use Discussion Forums10 min
Resource: Lecture Slides10 min
Get to Know Your Classmates10 min
Complete Slide Deck Week 110 min
1 exercice pour s'entraîner
Maintaining your Customer Base22 min
Semaine
2Determine your Prices Wisely
We will look at the benefits of price discrimination as a strategic tool that can help us to skim off our customer’s willingness to pay and increase our utility accordingly. We are then going to learn the different ways of aligning a price discrimination strategy with successful product design and the three different ways in which a price discrimination strategy can be formulated.
8 vidéos (Total 29 min), 2 lectures, 1 quiz
8 vidéos
Introduction1 min
Price Discrimination I: Reasons to Discriminate2 min
Price Discrimination II: Synchronization with Product Differentiation3 min
First Degree Price Discrimination3 min
Second Degree Price Discrimination10 min
Third Degree Price Discrimination3 min
Intertemporal Pricing2 min
Wrap Up1 min
2 lectures
Resource: Lecture Slides10 min
Complete Slide Deck Week 210 min
1 exercice pour s'entraîner
Determine your Prices Wisely24 min
Semaine
3Keep Your Business Clean
In this module we will demonstrate that if you want to operate a business you have to keep in mind that there are some powerful external entities, so-called competition authorities, that highly value and safeguard competition. While this supports and opens up opportunities for your business if it is new or relatively small and would otherwise simply be crushed by larger incumbent firms – it can also put you in danger if you have already achieved a certain size, have acquired more market power are already in a rather powerful position.
9 vidéos (Total 39 min), 2 lectures, 1 quiz
9 vidéos
Introduction1 min
Reasons for Competition Policy7 min
Instruments1 min
Cartel Agreements3 min
Factors Favoring Cartels1 min
Examples3 min
Defining Markets and Measuring Market Power11 min
Forms of Market Forclosure6 min
Wrap Up57s
2 lectures
Resource: Lecture Slides10 min
Complete Slide Deck Week 310 min
1 exercice pour s'entraîner
Keep Your Business Clean22 min
Semaine
4Increase your Returns
In this module, we are going to discover two very important new concepts with which you can increase your business’s returns: Network effects and boundaries of the firm. We will find that considering these two concepts in formulating our business strategy can help us improve our strategy’s effectiveness and eventually increase our returns.
11 vidéos (Total 50 min), 2 lectures, 1 quiz
11 vidéos
Introduction2 min
Network Goods4 min
Network Effects I: Direct Network Effects7 min
Network Effects II: Indirect Network Effects4 min
Market Structure in Network Industries5 min
Economies of Scale3 min
Economies of Scope3 min
Diseconomies of Scale & Scope3 min
Reasons to Buy7 min
Reasons to Make5 min
Wrap Up1 min
2 lectures
Resource: Lecture Slides10 min
Complete Slide Deck Week 410 min
1 exercice pour s'entraîner
Increase your Returns20 min
4.7
99 avis50%
a commencé une nouvelle carrière après avoir terminé ces cours
58%
a bénéficié d'un avantage concret dans sa carrière grâce à ce cours
14%
a obtenu une augmentation de salaire ou une promotion
Meilleurs avis
par AD•Jul 1st 2017
Great course with relevant content and really useful strategic overview of business strategy. Enjoyed Prof. Kretschmer's innovative teaching style and the breadth of the syllabus.
par AM•Mar 4th 2018
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Enseignant
Tobias Kretschmer
ProfessorInstitute for Strategy, Technology and Organization
À propos de Université Louis-et-Maximilien de Munich (LMU)
As one of Europe's leading research universities, LMU Munich is committed to the highest international standards of excellence in research and teaching. Building on its 500-year-tradition of scholarship, LMU covers a broad spectrum of disciplines, ranging from the humanities and cultural studies through law, economics and social studies to medicine and the sciences.
À propos de la Spécialisation Competitive Strategy and Organization Design
Paired with humorous elements and illustrating examples, the Competitive Strategy and Organization Design specialization is the ideal choice for curious individuals who enjoy unique learning experiences and innovative teaching approaches. Its style is likely to appeal especially to young, middle-aged and young-at-heart learners.
The specialization is indended for learners interested in engaging in fundamental theories and concepts of strategy and organization and applying these to practice. Employed professionals and management students will benefit from deepening and refreshing their existing knowledge by means of our specialization. Learners with non-business backgrounds will gain valuable additional business insights complementing their existing knowledge.
Participants will learn to understand and analyze
● behavior of organizations in situations in which strategic decisions are interdependent
● strategies to build up and maintain a customer base
● internal workings of an organization as well as its interaction with the outside world, i.e. partners, complementors and competitors
● the design of an effective organization that can compete, grow and adjust flexibly to different environments
This specialization is the only online learning program in which students can learn and laugh at the same time. That said, we are looking forward to learning and laughing with you!
Foire Aux Questions
Quand aurai-je accès aux vidéos de cours et aux devoirs ?
Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.
À quoi ai-je droit si je m'abonne à cette Spécialisation ?
Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.
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